Brand – it is a category of products that are all made by a particular company, all having

a particular name. It is also defined as a “unique design, sign, symbol, words, or a

combination of these, employed in creating an image that identifies a product from its
competitors”.
Brands associated with quality and dependability can result to customer loyalty.
Brand Equity – the commercial value that derives from consumer perception of the
brand name of particular product or service, rather than from the product or service
itself.
Key activities of brand equity:
 First, it must choose brand elements that will serve to identify and differentiate
the brand.
 Second, it must engage in marketing programs aimed at building the brand.
Brand Elements – are those things that make a brand distinct. These include brand
names, logos, symbols, mascots, jingles, and slogans.
When choosing brand elements, companies must make sure that these elements are
memorable, meaningful, likable, and humorous.
Buzz marketing – is a viral marketing technique that is focused on maximizing the
word-of-mouth potential of a particular campaign or product, whether that is through
conversations among customers’ family and friends or a larger scale discussions on
social media platforms.
Social media marketing – a major component of buzz marketing is social media
marketing. Companies do this by maintaining a presence in social media platforms such
as Facebook, Twitter, and LinkedIn.
Vision – Big picture of what you want to achieve
Mission – General statement of how you will achieve the vision
Core Values – how you will behave during the process. Define the organization in terms
of the principles and values the leaders will follow in carrying out the activities of the
organization.
Strategies – strategies are one or more ways to use the mission statement in order to
achieve the vision statement.
Goals – These are general statements of what needs to be accomplished to implement a
strategy.
Objectives – objectives provide specific milestones with a specific timeline for
achieving a goal.
Action Plans – these are specific implementation plans of how you will achieve an
objective.